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THE COMPARISON OF PUBLIC SERVICE ADVERTISING STYLE BETWEEN MALAYSIA AND SINGAPORE: A PRELIMINARY RESEARCH Tan Yin Yin Julia1, Yohan Kurniawan2, SitiBahirahBinti Saidi3 1Universiti Malaysia Kelantan, Kota Bharu, Malaysia, [email protected] 2Universiti Malaysia Kelantan, Kota Bharu, Malaysia, [email protected] 3Universiti Malaysia Kelantan, Kota Bharu, Malaysia, [email protected] Abstract:Advertisement is one important tool in the process of selling a product or recruitment process. Civil service is one of the sectors that need to use advertisement to get the attention of the public. This research aimed to compare the form of a poster advertisement for the recruitment of police personnel between Malaysia and Singapore. This study used observation technique for collecting data. Data were gathered at LRT station, Kuala Lumpur (Malaysia) and MRT stations, Singapore; where posters were analyzed to compare to advertising and motivation theory. Result shows that the Singapore Police recruitment advertising has a clearer and better message than Malaysia‟s. This is due to urgent needs of police personnel and also because it is extremely tough to attract people to join the police force in Singapore. Therefore, the Singapore Police produced advertisements that interest teenagers and young people to participate in the Singapore Police Force. Keywords:Police job advertisement interesting and creative, the urgent needs of the police force, the ads that appeal to young people. 1. Introduction The American Marketing Association (AMA), which represents marketing professionals in the United States and Canada, defines marketingas the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.Effective marketing requires that managers recognize the interdependence of such activities as sales and promotion and how they can be combined to develop a marketing program (Belch & Belch, 1984). Advertising and promotion play an important role in the exchange process by informing consumers of an organization‟s product or service and convincing them of its ability to satisfy their needs or wants(Belch & Belch, 1984). The focus of market-driven companies or organizations is on developing and sustaining relationships with their customers. This has led to a new emphasis on relationship marketing,which involves creating, maintaining, and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit (Belch & Belch, 1984). 2. Memories and Cognitive Process For consumers to remember information, they need to encode, store and thenretrieve it. Our memory is generally thought to consist of three types: sensorystores, STM and LTM, even though some researchers call for a more complexconceptualization. According to the encoding specificity hypothesis, consumerswill recall previously learned information better if the environment inwhich they are trying to remember resembles the one where they learnt it.Interference can happen when stimuli are similar in nature and this can becombated by repeatedly exposing consumers to a marketing message. Repetitioncan aid memory, as can the use of good visual stimuli, especially if themessage is aimed at older consumers.Without memory, consumers would not be able to learn about productsand services on offer. There are different theoretical frameworks for studyinglearning, including behavioural, cognitive and social approaches.Behavioural learning emphasizes observable behavioural outcomes, cognitivelearning focuses solidly on mental processing and social learning theoryputs the spotlight on how people observe others in social settings. All threeapproaches shed some light on how marketing campaigns might be structuredin order to enhance consumer learning. Memory is an active mental system that receives, stores, organizes, alters and recovers information (Baddeley, 1990).Memories are personal records of past experiences which can help us to learn new information, affect how we perceive stimuli (Palmeri& Gauthier, 2004), and at times, guide our behaviour (Dougherty, Gronlund, &Gettys, 2003). For consumers to remember information, they need to encode, store and thenretrieve it. Our memory is generally thought to consist of three types: sensorystores, STM and LTM, even though some researchers call for a more complexconceptualization. According to the encoding specificity hypothesis, consumerswill recall previously learned information better if the environment inwhich they are trying to remember resembles the one where they learned it.Interference can happen when stimuli are similar in nature and this can becombated by repeatedly exposing consumers to a marketing message. The process of encoding, storage and retrieval(when information is remembered) suggests that our minds function in a similar fashion to a 3 computer. When encoding information, the consumer transforms the stimuli they encounter into a representation that can be stored in memory. At this stage it is important that they fully recognize and understand the stimuli they have encountered. If the stimuli are ambiguous, the consumer may find it difficult to make sense of the information and consequently fail to store it in their memory. After having encoded the information, the consumer then stores the information in their memory so that it can later be retrieved when they need to access it. Retrieval of product information (or any other type of information) starts with the activation of a node. A node is aparticular piece of information that has been stored in long-term memory. When the node is activated, it is transferred from long-term memory to short-term memory so that a person becomes conscious of the product-related information. 2.1 Sensory store The sensory stores allow us to store information received through different inputmodalities (i.e. vision, touch, smell, taste, and hearing) for very brief periods of time. The information lingers for some time after the end of stimulation, enablingthe individual to extract the most important features for further analysisIt has been found that visual information decays within approximately0.5 seconds (Sperling, 1960) while auditory information lasts for around 2 seconds(Darwin, Turvey, & Crowder, 1972). 2.2 Short-term memory (STM) Short-term memory (STM) is a system for storing information for brief periods of time and it has a limited capacity (but not as limited as the sensory stores). It deals with the information that is currently being processed (Cathrine, 2010).When people are presented with more information than the STM can deal with,they tend to more readily recall information that was either presented at the beginningor at the end. This is known as the order effect(McCrary & Hunter, 1953).Glanzer and Cunitz (1966) demonstrated the order effect when they presented theirparticipants with a list of words and asked them to recall the words in any orderthey liked. The findings demonstrated that participants generally recalled the first(primacy effect) and the last (recency effect) few words especially well. From this,they concluded that the primacy effect occurred because the first few words had,through rehearsal, already entered long-term memory. The recency effect occurredbecause the last few words were still held in short- term memory at the time ofrecall, but the words in the middle of the list were lost from memory because theywere replaced by the later words. This clearly has implications for advertisers andmarketers in that they ought to present the information they hope that consumerswill remember first or last in their marketing messages, although this will necessarilydepend on the amount of information presented. 2.3 Long-term memory (LTM) Unlike STM, long-term memory (LTM) does not have a limited capacity – it isessentially infinite – and once our memories have reached the long-term store, theyare there for a very long period of time, perhaps forever (Cathrine, 2010). The structure of LTM is like a massive integrated spider‟s web. Each consumerrelatedpiece of information that is stored is also directly or indirectly linked toother pieces of information also stored in LTM so that they form an associativenetwork (Anderson, 1983, 1993). 5 Table 1. The differences between short-term and long-term memory (Catherine, 2010) Properties Short-term memory Long-term memory Capacity Seven items plus or Unlimited minus two Duation Eighteen seconds Permanent Information loss Rehearsal failure Retrieval failure Coding Acoustic (connected Semantic (connected to sound) to meaning) 2.4 Implicit memory Previously, consumer-related research has mainly focused on the effects of explicitmemory („when performance on a task requires conscious recollection of previousexperiences‟, Graf &Schachter, 1985, p. 501) upon consumer behaviour. However,this gradually changed, especially during the past 15 years, when researchers realizedthat implicit memory („when performance on a task is facilitated in theabsence of conscious recollection‟, Graf &Schachter, 1985, p. 501) can play anequally important role.Implicit memory tasks are commonly used in decision-making processes, meaningthat consumers are often unaware of what influenced their product choice. Theassumption that there is a clear distinction between explicit and implicit memory isvbecoming more apparent in research focused upon consumer memory and it hasbeen suggested that implicit tasks are more effective when